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All Journal Budimas : Jurnal Pengabdian Masyarakat Jurnal Ilmu Komunikasi Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi
Reza Mehdi Fauzi
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INOVASI REBRANDING DAN PENGEMASAN PADA UMKM KERUPUK KEDELAI BERKAH: MENINGKATKAN IDENTITAS PRODUK DAN DAYA SAING PASAR Ririn Puspita Tutiasri; Yanda Bara Kusuma; Dwi Wahyuningtyas; Ibnu Malkan Bakhrul Ilmi; Reza Mehdi Fauzi; Mohammad Syarrafah
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 6 No. 3 (2024): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

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Program Pengabdian kepada Masyarakat (PKM) IMRIS di Desa Bendo, Blitar, bertujuan meningkatkan kesejahteraan UMKM melalui rebranding, desain kemasan, dan pemasaran daring produk Kerupuk Kedelai Berkah. Kerupuk kedelai, kaya protein nabati, dikembangkan sebagai produk bernilai gizi tinggi dengan masa simpan lebih panjang dibanding tempe dan tahu. Program ini melibatkan UPN Veteran Jawa Timur dan Jakarta untuk memberikan pelatihan pengemasan yang menjaga kualitas, fotografi produk untuk meningkatkan daya tarik visual, serta strategi pemasaran digital guna memperluas pasar. Upaya ini bertujuan meningkatkan kualitas dan daya saing produk lokal, memperluas jangkauan pasar, dan menciptakan peluang ekonomi berkelanjutan. Hasilnya diharapkan berdampak positif pada kesejahteraan masyarakat, menjadikan produk lokal lebih menarik bagi konsumen dan mendukung ekonomi Desa Bendo
Relasi Parasosial sebagai Strategi Komunikasi Pemasaran dalam Live Commerce TikTok di Indonesia Zahrotul Munawwaroh; Reza Mehdi Fauzi; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i2.4363

Abstract

TikTok Live phenomenon in Indonesia has created a new form of interaction between sellers and audiences through hosts who blend entertainment and real-time product promotion. This study examines the marketing communication strategies employed by “Mas Farhan Batik,” a prominent TikTok Live host known for selling batik products while cultivating strong emotional bonds with his viewers. Using a qualitative case study approach and content analysis, this research investigates how parasocial elements are constructed and strategically leveraged to foster consumer engagement and trust in a live commerce context. Findings reveal that personalized, narrative-driven, and consistent communication enhances psychological proximity between host and audience. Specifically, elements such as the illusion of intimacy, emotional involvement, pseudo-interaction, and perceived authenticity act as key mechanisms for building a sense of belonging and driving impulse buying behavior. The study also highlights the role of everyday influencers in replacing celebrity endorsements, offering a more authentic and affective communication channel that resonates deeply with target consumers. These insights contribute to the theoretical development of parasocial interaction in interactive digital marketing and suggest that emotionally resonant communication strategies can significantly enhance brand loyalty and sales conversion in the emerging ecosystem of Indonesian live commerce.
Integrasi Visual Learning dan Gamifikasi dalam Pelatihan Public Speaking untuk Meningkatkan Kepercayaan Diri Mahasiswa Asrama Bibit Unggul Surabaya Zahrotul Munawwaroh; Dhelittya Finaliyani Putri; Mohammad Syarrafah; Reza Mehdi Fauzi; Sigit Andrianto
ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdikan.v4i2.5137

Abstract

Disparities in higher education access for underprivileged families in Indonesia perpetuate intergenerational poverty cycles. In response, the Surabaya City Government launched the program “Satu Keluarga Satu Sarjana” through full funding and accommodation at the Bibit Unggul Dormitory. Observations by the community service team and focus group discussions (FGDs) with the Surabaya Social Agency revealed that academic competence alone, without strengthening effective communication skills, risks hindering the competitiveness of students from underprivileged backgrounds. Using a Community-Based Participatory Research (CBPR) approach, the team designed a public speaking training intervention integrating visual learning techniques and gamification. The methodology included: (1) anxiety-level surveys, (2) workshops on public speaking techniques and visual-based presentation strategies, (3) practical simulations, (4) gamified role-playing scenarios, and (5) collaborative feedback sessions. Active participation of students ensured contextual relevance. Evaluation results demonstrated significant improvement in self-confidence (pre-test-post-test) and the ability to articulate ideas. This community service initiative not only addresses psychological barriers but also establishes a sustainable soft skills development model for marginalized communities, while aligning with the Sustainable Development Goals (SDGs) in reducing educational inequality.
Co-Authors Dhelittya Finaliyani Putri Dwi Wahyuningtyas Ilmi, Ibnu Malkan Bakhrul Mohammad Syarrafah Ririn Puspita Tutiasri Sigit Andrianto Yanda Bara Kusuma Zahrotul Munawwaroh